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AFL the sport of kings for sponsorship value
By Christian Catalano
Media and Gaming Reporter
September 7, 2005
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Kickbacks: 3 gets added value from sponsoring Essendon due to the profile of players such as James Hird.
Photo: Ryan Pierse
IN THE world of sports sponsorship, treading the line between emotional investment and clever brand deployment has never been more difficult. As marketing departments become ever more obsessed with return on investment, it no longer suffices for a chief executive to simply choose the jumper of his favourite team to splash a logo.
But leading sports marketing firm S-COMM says corporate Australia still has plenty to gain from associating brands with the nation's passion for all things sporting.
"Without a doubt, there's greater scrutiny," said S-COMM managing director Lynne Anderson. "What we try to tell clients is that, if it is the chairman's choice, you still have to prove it works for the business.
"But I think the emotion factor is still there and it is precisely what makes sports sponsorship so powerful. There's nothing that gets people as involved as sport."
The sports sponsorship market in Australia is estimated to have remained relatively flat over the past few years compared with the rampant growth of the overall advertising market. Sweeney Research estimates sports sponsorship is growing at about 3 to 4 per cent this year on the $1.2 billion achieved during 2003-04.
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AdvertisementMs Anderson said it was difficult to measure exactly what percentage of the total advertising spend went to sports sponsorship in Australia.
"The perception might have been in the early days that you couldn't measure sponsorship, so it would miss out on it's fair share," she said. "But that's changed. People know you can measure it now and what I do know is that in the last few years there's hardly been a spare property from rugby teams, football and cricket that's without a sponsor."
S-COMM now includes all the major Australian football codes as clients in its sponsorship evaluation data Spindex, after the new Football Federation of Australia signed on last month. The Spindex survey informs sporting teams of the value they are generating for their sponsors by calculating the amount of exposure the brand gets through televised games, other TV events and through print exposure.
A final brand-recall test is applied to each sponsor.
S-COMM's latest index puts Essendon Football Club at the top of the pile. It generated around $7 million of value for its shirt sponsor, Hutchison 3G mobile. "The 3 logo at the moment is just so good, in terms of its clarity. Logo exposure is another key measure obviously 3 is going to come up a lot better than a more convoluted logo.
"The other thing that Essendon do really well is in that 'other TV exposure' category, and that's where they leverage the brand on something like The Footy Show, ensuring the sponsor gets good coverage."
The next three most valuable sponsorships were AFL clubs: the Brisbane Lions (AAPT), Sydney Swans (QBE Insurance) and St Kilda (Mortgage House).
I've highlighted the bold to make it easier for you. Good luck
